How to turn your side hustle into successful careers

These entrepreneurs share their secrets.

As searches for ‘side-hustle’ grow by 138%* year-on-year (49.5K searches per month), and #SmallBusiness gets an incredible 36.1 BILLION views on TikTok, it looks like many budding business hopefuls are looking to take the leap into entrepreneurship.

In the last 12 months, searches for online retailers are up 18%, courier services have experienced an 80% uplift and home baking businesses rose the fastest at a 157% year-on-year increase**.  

Whether you’re looking at selling your own bakes and cakes or art and makes,  Awesome Merchandise has teamed up with three independent small business owners to share advice on how to market your business, including tips on merchandising, social media, and building your brand. 

Luke Hodson, Founder of Awesome Merchandise says: “The rise in side-hustles and small businesses in 2021 has been exciting. It is amazing to see people become creators and utilising social platforms to elevate their brand in ways that weren’t possible just a few years ago.

“As specialists in branding and printing, we’ve been lucky enough to support many on their journey in understanding the best ways to create a brand that will not only unleash the passion behind the concept but also bring forward the identity of the person behind the business.

“Chatting to some of these talented small business owners allows us to share how others can follow in their footsteps and market their business in visual and personal ways.”

Interviews with three entrepreneurs on building a brand in 2021

Owen Findley – OR8DESIGN

Owen Findley, who founded OR8DESIGN 10 years ago, says his work has been described as a ‘minimalist wanderlust’; he sells prints, pins and patches all inspired by nature, travel and adventure. Owen splits his time between working at the charity Carers Leeds and running his design business. 

Building your business is a gradual process

Owen says: “It’s been a gradual process getting to this point. It started as just something I did on evenings and weekends; then when I started making some money from the design work, I slowly reduced my hours at the day-job.” 

Switching up social media content

When it comes to using social media to market his business, he says: “I tend to just use Instagram these days. I try to get a balance with what I post – no one wants to follow an account that is just screaming ‘buy buy buy’ all the time. I share some posts about prints and products, but then also balance that out with behind the scenes stuff (people seem to enjoy seeing the process behind screenprinting and shots of the studio) and then me and my family just living our lives.”

Meeting likeminded people at events and online

“Doing face-to-face events is a great way to meet people that might not already know your work. Also interacting with other makers online, sharing their work, tagging people who are at events you are doing, all of that can help build a community and hopefully some of their followers will come over to you.”

Designing business cards that help you stand out

“When I’m doing live events, people love to walk away with a business card, so I always make sure I have a stack to hand. I got Awesome Merchandise to print mine on a lovely dark brown card, and then I modified them to look like little luggage tags – it’s a bit of extra work cutting the corners and punching a hole in them, but people seem to like them and it really helps them stand out (picture above). I hate waste and so in the past, I’ve also used old test prints and misprints and re-purposed those as business cards and flyers.”

Hattie Clark – Freelance illustrator

Freelance illustrator, Hattie Clark is from Leeds can often be found drawing inky type, wobbly people and animals in various oversized accessories. She works with a variety of clients to create bespoke illustrations for branding, merchandise and editorials. She sells her own designs and products through a range of national stockists and her own website.

From student to businesswoman

Hattie says: “I pursued illustration straight out of university. In the early days, I was building my business alongside other jobs. I’ve been working in illustration full time since 2018. A year ago I moved to the centre of Leeds and into a brilliant shared studio/workspace called Duke Studios! It’s been great for me as I’m regularly making connections, meeting like-minded people and getting out of the house to be fully creative! It felt like the biggest change and step up for my business as it continues to grow. 

“It’s not always been my full-time job, but I’m really happy to say it is now. I think it took me a little while to find my feet and have the confidence to push my career as a full-time illustrator, but I’m not looking back now! I’m pushing forward and continuing to build both creatively through the work I make and behind the scenes with the businesswoman side of things.” 

Engaging with your audience

Hattie uses a variety of social media platforms to showcase her work. She says:  “Make the most of free platforms such as Instagram, Facebook, Twitter etc… Start building your audience here and keep them engaged with interesting and regular content. I think (depending on a little on what you want to do) keeping it personal is always a good idea! Your audience feels connected when you show lots of yourself in what you do. If they’re invested in you and what you and your business in the early days, they’ll stay with you.

“It’s a great way to connect with similar small businesses, creatives and seek inspiration in others doing completely different things! It is also a really useful tool for finding work and a variety of opportunities. Quite a few of my jobs and stockists have and continue to come directly through Instagram.” 

Connecting beyond social media

“Starting a newsletter is another great tool to reach new people and keep your current audience interested and up to date with what you’re doing. I find it useful to share new products, recent pieces of work and let people know about upcoming events! I try to keep it playful and visually interesting as I hope to add a bit of fun to email inboxes! 

Using stickers to create a brand identity

Hattie makes her packaging distinctive with stickers. She says: “What’s not to love?! I use them to brand my prints, other smaller products and to package orders. It makes the designs, my name and brand more recognisable.” 

Sophie Kemp – SILK jewellery

SILK jewellery is a small batch, sustainable, feminist jewellery brand based in the founder Sophie Kemp’s hometown of Whitby. She started SILK during the pandemic as her music industry life as a production and tour manager had come to a halt, and she wanted to keep moving and adapting with the times. 

Establishing a business in the pandemic

Sophie says: “SILK is my own version of resilience to the pandemic, and trying to spread that kind of vibe to other women across the UK. I love making all the decisions, making the jewellery, packing the orders, editing the website, chatting to customers etc. Don’t get me wrong, there been a few teary moments so far just trying to navigate my way through a very competitive industry, but I think its more than worth it.”

To TikTok or not?

Despite the popularity of small businesses on TikTok, Sophie says: “I really find that TikTok is super overwhelming for tiny brands like me. Everyone is expecting to just blow up on TikTok, but really I think trying new ideas is great. I don’t spend a lot of time worrying about TikTok I have loyal customers that keep coming back to me, so I spend more time trying to keep those guys happy than on TikTok at the moment.” 

Keeping branding sweet and simple

Sophie says: “My branding and packaging are quite minimal, I use cards, stickers and jewellery pouches to promote SILK to the world. I use a local Whitby girl, Georgina Estill, to make and print the cards. She does an incredible job of designing and printing them for me, and we are currently looking at new ways of improving the packaging I send out to customers”. 

Final words of advice to hopeful entrepreneurs looking to start their own business

Owen says: “Take it steady. There’s no need to jump straight in and go full-time from day one. Having a regular income from my day-job has really helped me experiment, take time to find what works and be happy playing more of a long-game.”

Hattie agrees: “Keep going! It’s definitely a bit of a journey where you continue to learn and develop as you go. If you have an idea and ambition to start your own business, go for it! It may be tricky at times, but keep moving forward and it can be incredibly rewarding. Within my own work, I love looking back and seeing how far I’ve come with not only my illustrations and ideas but my ability to organise and grow my own small brand.” 

Sophie adds: “Don’t overthink it, stay in your own lane and don’t wait any longer. JUST GET GOING! Waiting for your brand to be perfect is a waste of your time, your brand will evolve once its moves.”